Review: Paradigms vs. Syntagms Paradigmatic : a structural relation between signs that keeps them distinct and recognizable. Syntagmatic : a structural relation that guides the combination of signs or parts of signs in a coherent and consistent way

Concept: A general thought connection or pattern encoded by a sign or signs (within cultural contexts) Text: a “larger sign” put together in terms of specific code Code: the system in which signs are organized and determines how they relate to one another and can thus be used for representation and communication Context: The environment (physical or social ) in which signs are produced and messages interpreted Representation: the process by which referents are captured and organized in some way by signs or text Structure: Any repeatable, systematic,patterned or predictable aspect of signs, codes and texts M. Danesi. The Quest for Meaning. A guide to Semitoic Theory and Practice. pp

VISUAL STRUCTURES View vs. Viewer Figure vs. Negative Space

WTo Past vs. Future

TEXTUAL STRUCTURES

FORMAL vs. INFORMAL

Postmodernist theories

According to modernist theory, a design should be “honest, truthful and self-evident”, and materials shall be “correctly presented “. To hide, conceal or decorate was banned from any design. William Wagenfeld's lamp, constructed of precisely cut glass and metal, is among the first objects to emerge under the Bauhaus' technology-focused regime. Designed in 1929 by future Bauhaus head Ludwig Mies van der Rohe and partner Lily Reich, the gentle, swooping lines Barcelona chair served as a precursor of what was to come with the mid-century modern furniture movement. Modernist Approach to Product Design The designer understand the product as an object with physical, social and symbolic qualities, where symbolic refers to the physical and presented by a solution The meaning of the product lies in its technical functionality and its usability, emotional, social or symbolic values The design solution attempts to balance physical, social and symbolic qualities with the help of different or semi-empirical methods Concept : Modernism

Concept: Postmodernism: philosophy that challenged dogma of ultimate rational methods and urged a more tolerant and pluralistic approach to what might be good to the end –users. Peter Shire's Postmodern design have similarly disjunctive compositions, with curved, angular and round shapes smashed together. They are like almost-accidental masterpieces. Postmodernist Approach to Product Design The designer interprets physical, social and symbolic qualities of interaction with product design as a form of dialogue. The meaning of the object seen in its ability to respond to fundamental socio-cultural codes that govern perception and values The design solution supports “good “ cultural codes which facilitate communication and interaction between groups Zaha Hadid, Z-chair